Core Brand Principles: Naming

The purpose of the following questions is to reveal the core principles of your campaign. Why does it exist, who is it for, and why should an audience care? Your responses will serve as a roadmap for strategic explorations.

Your name and title

1: What is the single most important thing that people need to understand about this campaign?

2a: If you had to choose only one adjective to describe this campaign, what would it be?

2b: What is the gut feeling you associate with this word?

3: What characteristics, words, phrases, or feelings should this name avoid?

4: Name three businesses whose participation you would celebrate as a victory.

5: What does success look like? How will you know that this project has succeeded?